The Science of Better Choices: Why More Options Often Lead to Better Decisions
It might sound counterintuitive, but the science is clear: the more options you consider, the better your ultimate choice tends to be.
When we’re under pressure, we often look for the right answer — fast. In projects, strategy sessions, or co-production workshops, people like clarity and momentum. Yet, the impulse to decide quickly can limit creativity and close off better possibilities.
Cognitive science tells a different story.
The “Choice Set” Effect
Studies in decision theory (notably by Herbert Simon and Daniel Kahneman) show that most of us are satisficers — we pick the first option that meets our minimum standard, not the best possible one.
But when we deliberately expand our choice set — generate more ideas, more designs, more scenarios — we’re statistically more likely to discover higher-quality solutions.
Cognitive Diversity & Lateral Thinking
Research by Scott Page and others highlights that diverse thinkers generate more varied hypotheses. More options mean more cross-pollination — and often, a creative synthesis that no single perspective could produce.
Bayesian Updating (or, Thinking Like a Scientist)
Each new option forces us to re-evaluate what we know. As we test and compare, we refine our mental models. The more hypotheses we entertain, the closer we get to reality — a principle used in everything from AI design to public health modelling. At first, you might believe Option A is best. Then someone presents new data that Option B performs better under certain conditions. A Bayesian thinker doesn’t throw out Option A completely or dig in defensively. They rebalance their confidence — maybe shifting from 80 % belief in A to 60 %.
The Paradox of Choice — and Its Caveat
Barry Schwartz famously warned that too many options can create anxiety and paralysis. That’s true when choices are poorly structured. But structured exploration — where ideas are gathered, grouped, and compared against shared criteria — avoids paralysis while preserving creativity. The key isn’t fewer options, it’s better framing.
Application: Co-Production and Collaboration
In co-production, inviting more voices doesn’t slow things down — it makes outcomes stronger. Every new perspective expands the decision space, improving the odds that the final solution fits the real-world complexity we’re trying to solve. In short: The more options you have, the more likely you are to make a good decision — provided you explore them with curiosity, structure, and shared purpose.
Good decision-making isn’t about reducing choice.
It’s about expanding imagination before narrowing to action.
So next time you’re in a workshop or strategy session, and someone says, “Let’s not overcomplicate this,” remember — the science says otherwise.
Sometimes, the best way to make a smart choice is to create more options before choosing one.

